Writing Effective Capability Statements

Writing Effective Capability Statements

An interactive workshop that will help you to shape communications with a competitive edge.

Workshop Summary:

Create capability statements that communicate your value Learn how to write about your business in a way that catches and holds the attention of prospective buyers

Learn how to:

• Analyse the needs of potential customers to ensure you are talking their language
• Highlight the qualities you bring to meeting those needs in both words and images
• Demonstrate your understanding of their challenges and the ways you can support them
• Provide memorable proof points and examples that illustrate your strengths and past performance

Course content includes:

Know the purpose of your Capability Statement

• Exercise: Understanding the challenge of writing
• Purposes of a Capability Statement

Focus on customer issues

• Define common terms
• Ask questions to understand needs
• Exercise: Identifying customer
  issues
• Use the customer’s language

Plan to address customer needs

• Understand the benefits, features
  and discriminators
• Exercise: Planning your Capability
  Statement content – Features
• Substantiate your claims
• Proof
• Exercise: Planning your Capability Statement content – Proof

Organise to deliver your message with impact

• Signpost important messages
• Use informative headings
• Exercise: Creating Informative Headings
• Build a theme statement around
  discriminators or main benefits
• Exercise: Drafting a theme statement
• Consider visual messages
• Use an action caption
• Exercise: Choosing a graphic and caption
• Draft using Planner content
• Exercise: Drafting content in the Outline
• Exercise: Getting a second opinion

Who Should Attend:

• Business Developers
• Sales Professionals
• Sales Management
• Marketing team members
• Anyone who talks to the customer and is responsible for identifying and pursuing opportunities

Download workshop flyer here

To book your seat at an upcoming Writing Effective Capability Statements workshop, please use dropdown menu below to select your preferred workshop location and date